American cinematographer (Oct 1937)

October, 1937 • American Cinematographer 439 HOW FILMS AID IN ADVERTISING Caterpillar Tractor Large User of Photo Equipment in Sales Boosting E VERY year Caterpillar Tractor Company prepares a series of one and two reel films, most of which are made for the express pur- pose of selling Caterpillar products. Usually, in this group are included one or two films which are of a more general interest, and which are sup- posed to be more entertaining than selling pieces. The pictures are prepared in two ways. Free lance cameramen from all parts of the world submit film to the company on a speculative basis. From this footage is selected any which might have a definite use in the films being prepared at that time, or in any film planned for the near future. When there is a particular story in mind these various sequences are screened, and those which illustrate the point to be made in the story are selected and assembled. There may at that time be several thousand feet of film available to tell the desired story, and it then becomes a question of editing the footage to make the smoothest flowing story pos- sible with the minimum number of scenes necessary to make transitions from one sequence to another. The other method of producing pic- tures is to prepare the entire story beforehand, write a working script on it and delegate the company camera- man to shoot it, scene by scene. For example, when a picture was needed on a new product (the Caterpillar Auto Patrol) locations were selected for the various sequences in mind, the script was prepared, and the entire picture filmed by the company’s own cameraman. Array of Lenses Caterpillar Tractor is completely equipped in this respect. A Bell and Howell studio camera, equipped with Mitchell finder, sun shade, filters and all accessories, as well as an Akeley tripod, form the nucleus of the outfit. In addition to that, there is an Eyemo camera for use in making all odd and unusual angle shots. The Eyemo uses the customary F'2.5 Tay- lor-Hobson-Cooke lens, and the big camera is equipped with a 1%-inch Taylor-Hobson-Cooke F2 lens, a 47mm Taylor-Hobson-Cooke F2.5 lens, a 3- inch Taylor-Hobson-Cooke 2.5 lens, and a 6 %-inch Taylor-Hobson-Cooke F3.5 lens. There are also three 400- foot magazines with the outfit. Occasionally, the company photog- rapher and an assistant are sent to territories where there are no regu- lar contributing cameramen. In these cases, both motion pictures and 8 by 10 stills are obtained, covering all phases of jobs visited. A special camera car is provided for such trips. Record the Film Recently a 13,000-mile trip of this sort was included. Thorough coverage of Missouri, Kansas, Oklahoma, Texas, Louisiana and Arkansas was obtained. With the aid of an assistant about 500 acceptable stills and nearly 15,000 feet of 35mm motion picture negative were obtained in approximately three months’ time. Naturally, the company cameraman, being more familiar with “Caterpillar” products, is better able to illustrate certain features of the product than is an outsider. However, many of the free lance photographers, who have been making pictures for the com- pany for many years and who are in close contact with the machines in their own territories, are able to get fine material concerning strictly sea- sonal jobs. After the work print is completely edited a very carefully written narra- tion is prepared, a good narrator is selected and the film is recorded. The laboratory then prepares sound prints which are placed in the hands of the sales development division. This division has previously scheduled one and two day schools or shows at the place of business of each of the domes- tic distributors in the Caterpillar or- ganization. The motion pictures are supple- mented by one or two slide film-illus- trated lectures as well as numerous cut away models of the various prod- ucts manufactured by the company. Seven different crews, equipped with large trucks, carry the sound equip- ment, films, cutaways, etc., to the dis- tributor’s organizations in all parts of the United States. At that time 16mm sound-on-film prints and 16mm silent titled prints of all subjects are made available to any of the dealers and distributors who have projects and who use them in their sales work. Most distributors have 16mm silent projectors, and in